The UK's Committee of Advertising Practices (CAP), working with the Advertising Standards Authority (ASA), has released an Enforcement Notice that requires game publishers to disclose loot boxes clearly in ads and app store listings. The notice comes after multiple games failed to properly communicate loot box mechanics to players. CAP states this information needs to be displayed prominently, where users can see it immediately without scrolling through lengthy descriptions or buried menus.
Publishers now have three months to update their advertising materials. Starting May 26, 2026, CAP will begin monitoring app store pages on both the App Store and Google Play, taking enforcement action against publishers who don't meet the standards.
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What Counts as Proper Disclosure
CAP's guidance defines acceptable disclosure language. Phrases like "includes random-item purchases" or "contains loot boxes" meet the requirement if they're placed where players will actually see them. The regulator treats loot box presence as "material information" that players need upfront to decide whether to download or buy a game.
Why Publishers Are Responsible
Publishers bear the responsibility for compliance, not platform holders. CAP has ruled that existing app store labels for in-app purchases don't adequately communicate loot box mechanics. Both Apple and Google have been notified about previous CAP investigations and will receive notice of this enforcement action as well.
Joseph Cahill, compliance executive at CAP, stated the Enforcement Notice guarantees players get the information they need about in-game purchases before downloading or purchasing. He stressed the notice delivers a direct message to the industry: games with loot boxes must make that fact obvious to players.
Next Steps for Publishers
Publishers need to audit their advertising and app store listings for compliance with CAP's guidelines. Failure to display loot box information clearly and prominently can lead to enforcement measures, including public rulings. The notice standardizes transparency requirements across the industry, helping players make informed choices about which games to download.
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Frequently Asked Questions (FAQs)
What are loot boxes?
Loot boxes are in-game items players can buy or earn that contain randomized rewards like skins, characters, or other virtual goods.
Why is CAP focusing on loot box disclosure?
CAP treats loot box presence as "material information" players need to make informed decisions. Transparency helps consumers understand what types of in-game purchases they'll encounter.
Do the rules apply to all games?
Yes. Any game with loot boxes advertised or listed on the App Store or Google Play must disclose their presence clearly.
What counts as proper disclosure?
Language like "includes random-item purchases" or "contains loot boxes" works if it's displayed prominently, without forcing users to scroll or dig through long descriptions.
Who is responsible for compliance?
Publishers must ensure their ads and listings comply. Platform holders like Apple and Google are kept informed but aren't the primary enforcement targets.
When will enforcement begin?
CAP begins active monitoring of listings and ads on May 26, 2026, following a three-month window for publishers to update their content.
